Consumers prefer IDTVs to set-top boxes post switch

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New research carried out for Sony by The Consumer Analysis Group has found that the overwhelming majority of viewers would prefer to have a new integrated digital TV (IDTV) after analogue television signals are switched off than another set-top box.

1000 parents were asked "When the Government switches all TV broadcasting to digital which of the following would you prefer?". 68 per cent answered that they would prefer a new IDTV without a box (see table below).

"When the Government switches all TV broadcasting to digital which of the following would you prefer?"

A new ‘integrated digital’ TV set, with no box 68%

An extra set-top box 16%

Don't know 16%


Other results, however, showed considerable confusion about digital television in general, and Freeview in particular. Asked whether they knew the difference between analogue and digital television, and - if so - whether they could explain it, less than half the respondents (49%) said 'yes', while just over half (51%) said 'no."

Results were slightly better when asked about Freeview. Just over half those quizzed reckoned that they knew what Freeview was and how to get it (see table below).

"Do you know what Freeview is, and if so, how to get it?" %
Yes, know what it is and how to get it 52%
Yes, know what it is but not sure how to get it 20%
No, not sure what it is nor how to get it 14%
No, have never heard of it 14 %

In a statement about the research, Sony said that while recent advertising by the BBC had done much to increase awareness of digital television, "however, by only focusing on its own branded channels, [it] did little to increase understanding of what the digital platform offers, across the board." Sony added that consumer confusion was "further compounded by the BBC's continued reference to 'one off payments'." The company said that "Manufacturers like Sony want consumers to understand that any payment relates to the technology needed to receive the signal (i.e. an idTV or a set-top box) and is not a condition of receiving Freeview broadcasting." Sony quoted an independent research finding that 60% of households asked thought the 'one-off payment' referred to an additional payment to the broadcaster.